Andrew Mollenbeck, wtop.com
WASHINGTON – A razor blade just doesn’t have the appeal of, say, a sneezing baby panda or a cat playing the piano.
But the Dollar Shave Club has launched its start-up company with a video that has the laugh lines and the social media buzz of a Super Bowl commercial.
It’s been viewed almost 4 million times in the first three weeks.
“Are the blades any good?” the video opens, with co-founder Michael Dubin walking deadpan toward the camera. “No. Our blades are f****ing great!”
Customers choose from three different blades — with names like “The Executive” and “The Lover’s Blade” — to receive monthly.
On the economical side, the “Humble Twin” costs $1 per month plus shipping and handling for five cartridges.
The “Executive,” which offers a “shave… so buttery, it feels like you’re carving turns through a virgin Wyoming snowfall” is $9 plus shipping and handling. It includes three cartridges per month.
Aside from the slick video marketing, the company appeals to customers who feel they’re overpaying for blades a store employee often has to unlock in order to purchase.
It markets simple prices and home delivery convenience.
“Do you like spending $20 a month on brand-name razors?” the ad asks. “Nineteen go to Roger Federer,” an obvious dig at Gillette, which uses the tennis star in its advertising.
“And do you think your razor needs a vibrating handle, a flashlight, a back scratcher and 10 blades?” Dubin asks. “Your handsome-a** grandfather had one blade and polio.”
The video’s Internet popularity may have grown to be too much for the nascent company. Blades are on backorder until May.
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(Copyright 2012 by WTOP. All Rights Reserved.)
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